New TFCinfo Report Analyses Projector Brand Strength
Among Competitors (13/1/2005)
TFCinfo, the worldwide leader in AV market
research and consulting, has just completed its heralded yearly
benchmark study on the strength of brands for multimedia projectors
in North America. The TFCinfo Projector Brand Strength Study 2005
Report analyzes all aspects of projector brand strength broken out
by all major market user segments - Large Corporations, Small-and-Medium-sized
Businesses, Small Office and Home Users, Government, and Education.
This comprehensive report covers all 33 major projector brands used
for business and entertainment.
This report analyzes:
Š Unaided Brand Awareness Š Aided Brand Awareness
Š What do Customers think of when they think of your Brand? Š Brands
Used Š Brand Consideration Set (Is your brand among a select group
of brands considered first?) Š Superior Brands (Is your brand always
considered?) Š Inferior Brands (Is your brand a brand that is never
considered?) Š Buying Criteria Š Importance Rating of Buying Criteria
Š Brand Affinity (How strong is your brand strength on key purchasing
attributes?) Š Brand Associations (What type of projector use is
your brand most associated with?) Š Projector Purchasing (Where
are consumers buying most, who are the gatekeepers of purchase,
does your brand measure up on the most important purchasing factors?)
In addition, the report covers key strategic
brand challenges for each major projector brand, and further analyzes
brand affinity and affinity importance ratings for 18 of the industry's
key strategic brands.
"This report is the only study to track
and analyze the strategy of Brand in all its facets for the projector
industry," says Paul Martin, President of TFCinfo. "The
value of this study is compounded by the fact that all the individuals
interviewed are experienced users, specifiers and buyers of projectors
- it is these people who directly make or influence the purchase
decision. Knowing and analyzing each aspect of what these individuals
in each of these market segments think of your brand - positive
or negative - is the most basic of all strategic marketing needs.
Furthermore, this is the only longitudinal brand strength study,
and hence the only study that could reveal which brands are slowly
and stealthily consolidating their brand positions at the top."
This report is the most widely used survey
report in the industry. With this brand analysis report, industry
participants can measure their brand strengths and weaknesses for
all facets of projector brand management. Participants can see the
success or shortcomings of their current branding strategy, as well
as the weaknesses in their competitors‚ strategies. Projector companies
then can implement new marketing plans to bring their brands to
the forefront of the minds of the purchasers that they target.
"Research has shown that if your brand
is not at the top of a buyer's initial consideration set, it becomes
difficult for your product to be considered during the remainder
of the buying process," states Paul Martin. "That is why
aided and unaided awareness is one of the most important measures
to track in this competitive product category."
Highlights from TFCinfo's Projector Brand
Strength Study 2005 Report on aided and unaided awareness are:
InFocus continues to be one of the utmost
brands in both aided and unaided brand awareness. Furthermore, within
each market segment, InFocus consistently leads the competitors
and is consolidating its position as the brand leader.
Sony ranks #2 for all segments surveyed on
unaided brand awareness, except in the Large Corporation market
segment. Sony also performs well on an aided basis, coming in among
the top three for most segments surveyed. Sony's strong consumer
brand strength clearly extends to its brand strength in business
products such as projectors.
NEC's strength lies squarely with business-oriented
segments: Large Corporations, Small/Medium Businesses, and Small
Offices/Home Users. NEC consistently comes in among the top spots
on unaided recall and overall brand recognition (aided).
Sharp continues its strength on an unaided
brand awareness basis, placing among the top five for all end-user
Some companies choose to divide and conquer
individual market segments - an equally viable brand strategy.
Epson has a stellar performance in the Education
sector, where Epson's products offer their customers the most important
things they want when buying a projector. To educators, Epson represents
quality and reliability, best investment for the most features,
as well as other attributes.
Sanyo, Mitsubishi, Panasonic, HP, Dell
Sanyo comes in among the top five brands
being considered for purchase among all segments with the exception
of Education. Mitsubishi and Panasonic perform particularly well
throughout this research in the Education and Government segments.
Also of note, several companies that recently
entered the projector market with strong computer associations performed
well in their own rights on awareness. HP shows growth in the right
direction over previous years, although at a slow and steady pace,
while Dell is swiftly making improvements over the previous year's
results among projector brands. Dell also performs well on various
important affinity attributes, particularly „customer service support,š
where the brand placed among the top 3 for all segments surveyed.
Toshiba, Hitachi and BenQ
Toshiba, Hitachi, and BenQ fared particularly
well on brand awareness among individual user segments.
It is obvious that many projector brands
can benefit from a strong brand name, yet aided and unaided awareness
is only one of the important aspects of a complete brand strength
analysis. TFCinfo's Projector Brand Strength Study 2005 analysis
report additionally provides insights and analysis in all the other
aspects of brand strategy analysis.